On Site Optimisation – Content

Your content on your site is of course also vitally important, not only because this is the “meat on the bones” of the optimised title, description, and headings, but also because this is what will determine whether or not you’re successful at selling your products or services.

One of the most common mistakes that people make is to decide that they want their website to rank for a keyword or phrase, and then to repeat over and over again, ad infinitum, thinking that it will help them to rank better.

First of all this is clearly nonsense. If it was so simple then the top site might have the keyword mentioned 50 times, and the 2nd site only 49. That would be crazy!

Secondly it is extremely irritating, indeed infuriating to try and read a block of text that doesn’t really give you anything useful, and that repeats itself over and over again like a broken record.

I’m sure that you’ve landed on a website that does this yourself, and what do you do then? 99.9% of people hit the “back” button and leave as fast as they can!

This comes back to what I said in the meta tags section – there’s no point in getting people to your website if they don’t buy anything.

Even if this machine gun like approach to peppering your content with keywords worked at getting your site ranking (which it doesn’t), it certainly wouldn’t work in terms of helping you to sell anything.

So how should you write your content?

Well, it’s easy. First of all think about what you want and need to say, remembering that it’s the benefits of your product or service that will generate sales.

There’s no point in talking about yourself, your company, or your philosophies, me-me-me does not sell!

It needs to be all about you-you-you, where the “you” is your visitor.

Tell them how your product will help them solve the problem they have, or why your service is better for them than all of the other similar services out there.

And write your content as though your visitor is sat right opposite you in person.

This is the very best way to write content, and is used by professional copywriters. What you say should sound natural and be in the same conversational language that you would use face to face with a real person.

If you read what you’ve written out loud and it sounds forced or un-natural, or you feel that you’ve said that keyword too many times (more than you’d say if you were actually speaking to someone else), then amend it.

Of course you might want to use industry standard terminology if it’s appropriate, but don’t try to use big words or sound clever just for the sake of it.

There is a scale called the Flesch-Kincaid reading ease test that is included in Microsoft Word that will give you a good idea of how easy your content is for your visitors to read. I suggest that you use it.

How Many Times Should My Keyword Appear in my Content?

You may, if you’ve been reading up on SEO have seen people talking about “keyword density.” My advice is to completely and totally ignore it.

Firstly it’s the same as the “number of times a keyword appears” above, and also how can you write something useful if you’re worrying about how many times a keyword has been mentioned?

Google and other search engines can work out what your page is about without the need for you to go crazy repeating the keyword.

You only need to mention it a handful of times. A good way to do this is to mention it near the beginning of your content, again somewhere in the middle, and finally near the end.

And that is more than enough.

Some people claim that bolding the keyword can help with your rankings.

I’ve never seen any evidence to suggest this has a dramatic effect one way or the other, so you could try it with and without bolding to see how it effects your websites rank, but one thing is sure – if you make every instance of the keyword bold then it will look extremely spammy – so don’t do it!

Next we’ll look at the topic of outbound links, that is, links that point from your website to another website.